A sample of the target audience for which a product or service is intended.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.
Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.
A letter, symbol, or another alphabet unit.
A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.
A basic design tool that helps designers create and communicate ideas.
A printing press that uses movable type and punches to make impressions on paper.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.